Broadcast television’s upfront ad market is off to a strong start, with the market poised to post gains over last year’s upfront in overall dollars and CPMs.
“ABC, CBS, and NBC are commanding the highest price gains — around 9% to 12%, according to media-buying and selling executives, in early deal-making,” MediaPost reports. “Fox is on the low end of price increases among the four major networks — getting high single-digit 7% to 10% increases — largely because Fox has had the highest 18-49 CPMs due to its lead position among 18-49 viewers for many years.”
The upfront is benefiting from a more promising economy and higher scatter market ad prices, the report notes.
“Standard Media Index recently said that national TV scatter market spending from October through April has been up 20% versus the same period a year ago, and 40% higher just for broadcast networks,” MediaPost notes.
In overall ad dollars, the 2016-2017 upfront ad market is expected to rise about 3% to 4% from a year ago for both cable and broadcast, the report adds.